42 . ;,;' ; , ' .: 1 1 - J - ',' !t - ' O (\e\ o ó$ t . (,ß,.t \) ù : {I.$.d o c ot Q \ 0'- , í.- 1;AS ';t:[; ' ;:::{ l;"i :,':,'.. ,:' \! I; : F't ' i i i;'J':f;:lj:; _ -/DJ .[. : c> ',, . ..' "."..... . ::-. :\ '::. .. ,. 2" %- , ::f ,à<i'f1'::k " ::"::.1 ' : .: ::=:::,;:..-..,.. . ': 11""... f: # t!!t*;.'$iti\:;:-.,.. ... .........: -,-:-, ""'''it ''^ ': f, ; w 'r"",'k i?< " ,ji; ,?- : tiJ:i ij /<o af KEM PRESENTS j(em J<Cljal THE OUTSTANDING GIFT OF TI:fE SEASON aEEi: ii_ :: : TEN DOLLARS This includes 2 decks of KEM Cards Kems are also avaìlahle in o erkautifu/ n men FROM $6 PEll SET . :<' , ". I Ioo':Ú: V .......... -;: -.... ..":'%" i" 15 .:<. ,_ ."'>i ;.../x : w ' -> J. II'} { 'l'll1're . de O ,c . '$lc' .t'J]q tlr;. q te.riaF rg. 1 :,'Jf :.; ? '" ., "<",,,,,,,"',I,... , < , q l]...J . . lB . t (' ..': "-'ciJ.' Z'aclt.i ., 1þÞi 1)8 l) At all stores or KEM Card Sales.Có:tporation, 3,30 W. 42nd Street) New York Send for a'free cnpy of nThe .Thrilling Siory of Kem C4,d.r" know, you can't take a fella with a é puny chest an' put him behind a gun. Gun goes off, it knocks him over on his back. For a strong nation, gotta have " strong men. T HE Atlas system attracts more converts in the summer than at any other time, for during the bath- ing season most men become piteously aware that they are in no shape to pass the sort of inspection illustrated in "E verlasting Health and Strength" by .a photograph of Mr Atlas, in swim- ming trunks, having his biceps fingered by an incredulous bathing beauty. "Have you felt Mr. Atlas's mus- cle?" Mr. Roman likes to ask the visi- tor to the Atlas salons. It is the signal for the vV orld's Most Perfectly De- veloped Man to step forward and quiet- ly, pridefully tender his flexed right arm, which has the feel of a large smoked ham. Mr. Atlas boasts that his muscles are "the most supplest" be- cause he has used no apparatus in their cultivation. His system, called Dynamic Tension, is built on the principle of "pitting each muscle against each other, like the animals do," as he explains it. His advertising includes humorous car- toons in which misguided physical cul- turists are shown dropping dumbbells on their toes and being assaulted by elastic exercisers gone wild. For when you tense yourself dynamically, you may stage a tug of war between your two hands, or you may bend down and flatten your palms against the floor over the protest of your stiff knees and in- elastic back, or thrust your head back- ward with your neck muscles while your arms strain to pull it forward, but you m ust never, never force your sinews to fight a manufactured opposition. Mr. Atlas seems to be the only abso- lute opponent of apparatus in the field of super-strength development. His relatively obscure competitors all in- clude weight-lifting and such devices in their instructions. But he is not the only one to draw lessons from the animal kingdom. In two installments in the October and November, 1936, issues of Strength & Health, its editor, Bob Hoffman, published a scholarly study in comparative myology entitled "How Strong Is a Gorilla?" Treating his subject in a calm, scare-free man- ner that Arthur Brisbane might have studied with profit, Mr. Hoffman in- cluded in his essay a comparison be- tween the measurements of the larg- est mounted gorilla (known as the Old Male of Karasimbi), a postulated World's Largest Goril]a, and those of